THE ROLE OF SOCIAL MEDIA ADVERTISING IN ENHANCING SALES VOLUME IN FINANCIAL SECTOR: A CASES STUDY OF EQUITY BANK

Abstract

This study was to determine the role of social media advertising in enhancing sales volume in financial sector. The study considered the following objectives which were management skills, corporate image, management support as well as funding. The study will be significant to the management of the university as well as other researchers. The study adopted a descriptive research design with an intended population of 530 employees of the organization. Stratified sampling methodology was used to ascertain the right sample size of the study which was 80 respondents representing 15% of the target population. Data was analyzed qualitatively and quantitatively while presentation was done by use of tables and charts. From the study findings majority of 84% agreed that management skills do affect social media advertising in enhancing sales volume in financial sector while a representation of 16% disagreed. On the other hand, corporate image does affect with a representation of 94% while 6% disagreed it does not affect social media advertising. Management support has an impact on social media advertising in enhancing sales volume in financial sector with a representation of 83% who agreed while 17% disagreed it does not affect. Finally on the representation, 90% of the respondents agreed that funding does affect social media advertising in enhancing sales volume in financial sector while 10% disagreed that it does not affect in anyway. Based on the analysis the researcher recommended that management skills should be reviewed regularly, and this should be done through training, workshops and seminars to improve the employee’s capability in the organization. The corporate image should be improved by the organization offering corporate social responsibility to the community that they operate for this will build the image of the organization. Management support influences the organization performance especially when it comes to social media advertising; therefore, the researcher recommended that management should be fully involved in all decisions that relate to social media advertising in enhancing sales volume in financial sector. Funding for organization especially on social media advertising in enhancing sales volume needs to be enhanced for it will enable the organization to attract potential investors and even other corporate organizations.